Horizon Inc., an automobile designer and developer, conducted a survey and built cars that suit the needs of its customers. Its newly designed cars let customers choose the color of the interiors. The company also designed touchscreens to control the entertainment, navigation, and climate in the vehicle, instead of knobs or buttons. Which of the following concepts is being illustrated in this scenario?
A)Green marketing
B)Place marketing
C)Mass customization
D)Form utility

Question

Quizplus · Accepted Answer

The scenario describes mass customization, which refers to the ability of a company to offer customized products or services at a large scale. In this case, Horizon Inc. conducted a survey to identify the needs and preferences of its customers and designed cars that meet those needs, allowing customers to choose the color of the interiors and providing touchscreens for easy control. Consequently, Horizon Inc. is creating a unique and personalized experience for its customers, without sacrificing scale or efficiency.